H3 Group’s Melissa Williams joins national business events industry board

Melissa Williams, national growth and business development lead at H3 Group, has joined the Board of Business Events Industry Aotearoa (BEIA), the official body representing New Zealand’s business events sector.

“BEIA shapes the future of business events in Aotearoa, from advocating with government to growing the sector’s reach internationally. What I’m most looking forward to is the opportunity to contribute to those conversations, and to help shape decisions that have a real impact on venues, suppliers and regions right across the country,” says Williams.

“I’m really proud to be doing this as part of H3 Group. We’re a team that cares deeply about this industry and about the Waikato’s role in its growth, and I hope to reflect that at a national level.”

Williams has spent more than a decade immersed in New Zealand’s business events sector. Her career spans corporate travel management, key account management at Mystery Creek Events Centre, and over nine years at H3 Group, where she has led business development and growth across the organisation’s portfolio of premier event venues.

The board appointment marks a natural evolution from that operational experience into governance, bringing her depth of on-the-ground knowledge to the strategic and advocacy work that influences the conditions the whole sector operates in.

The BEIA Board sets the long-term direction of the organisation, oversees advocacy efforts and identifies the opportunities and risks that will define the sector’s future. Its strength depends on bringing together senior leaders with different experiences and perspectives, drawn from across venues, hospitality, tourism and event suppliers. Williams’ background, spanning regional event delivery, business development and the buyer side of the industry, adds a distinct voice to that mix.

As a major contributor to the growth and success of the business events sector regionally and nationally, H3 Group’s representation on the BEIA Board is significant. Williams’ appointment reflects not only her personal contribution and expertise, but also the leadership role H3 Group plays in advancing the industry and championing the value of business events to communities like Hamilton.

“Business events are about more than filling rooms. They connect industries, grow knowledge and create real economic value for the communities that host them,” she says.

“Regions like ours are proving what’s possible, and I think there’s a lot the sector can build on.”

H3 Group director Ben Slatter says the election reflects the standing Williams has earned among her peers across the industry.

“Business events are a real economic engine for Hamilton, and Melissa understands better than most how national advocacy, strong industry relationships and great event delivery all contribute to that impact,” says Slatter.

“Her appointment to the BEIA Board is a genuine reflection of the trust her peers place in her. Her experience working across the business events sector and her understanding of what it takes to deliver results for organisers, delegates and host communities will bring a valuable perspective to the board.

“Having her contribute to national strategy and advocacy is great for the industry, and we’re proud to have that commitment coming from within H3 Group,” says Slatter.

The appointment is the result of successful nomination for a previous member who has stepped down. Williams will serve until October 2026, when the position will next be open for election.